Semalt: How Google Punishes Sites With Too Many Ads
Table Of Content
- The Impact Of Excess On-Site Ads On Websites
- What Are Pop-Up Ads
- The Negative Impact Of Excess On-Site Ads
- How To Make Use Of Ads Minimally
On-site ads are nothing out of the extraordinary. In fact, in recent times, on-site ads have become one of the most active sources of revenue for website owners. But slowly, on-site ads have evolved from being a means of advertisement and revenue making without any ills to being nothing but an intrusive and annoying aspect of most websites. And asides from being annoying and intrusive, they also make websites almost inaccessible.
That's why it's not surprising that Google has been taking steps to combat the excessiveness of these on-site ads. Typical Google attitude, they rarely ever announce steps they've taken, people only end up seeing the effect of whatever they do through sudden ranking and traffic drop.
The Impact Of Excess On-Site Ads On Websites
It is amazing how many website owners are still unaware of the many ways that having too many ads on their site can negatively impact their page. The truth is, too many ads can have a negative impact on the amount of time that a user will spend on your site.
If you have poor quality content, you will likely get fewer clicks and, therefore, a lower income. Why? Because when someone comes to your site, they expect to find something useful. They are looking for solutions or answers to their problems. When they don't see such information or the information is made inaccessible by ads, they move on to another website that can provide the information they need without intrusion from ads.
In the last few decades, there has been an explosion in the usage of on-site ads, but this does not mean that excessive on-site ads do not have adverse effects; in fact, it has major consequences. You might see your website generating high revenue from the ads and feel that all is well, but your website will bear the brunt later if that continues. Here is a look at the effects excess on-site ads can have on your website. But first, what are pop-up ads?
What Are Pop-Up Ads?
Pop-up ads are not new to the World Wide Web. In fact, they have been around for quite some time. What's different about the pop-up is the appearance and the function. When you see a pop-up ad, it usually comes up when you visit a particular site. It usually floats up from the page you are browsing and appears above your screen as if it has landed from your computer or phone.
These ads do not represent the advertisers; they represent the website or the product your computer is trying to access. They are advertisements that are displayed above a web page. This is done to draw traffic to the site. The pop-up banner is designed such that when a visitor to the site clicks on it, he / she will be taken to the specific advertisement. Sometimes the pop-up ads come with a link to another site.
Pop-up ads are not always annoying, but for the most part, they are actually annoying and don't even look the least enticing. Nevertheless, you should remember that these ads are very tricky.
They might look like just another hyperlink or a link, but you will not see the advertisement any longer until you revisit the target website when you click on it.
Advertisers usually use pop-up ads for marketing their product to you. When you click on the pop-up ad, you will be taken to the company's site. People can get rid of pop-up advertisements by using pop-up blockers. Pop-up blockers are software that is installed on your computer or laptop. It is a good idea to have pop-up blockers installed on your computer because they prevent pop-up ads from appearing regularly.
The Negative Impact Of Excessive On-Site Ads
I. Google De-Ranking
This is the major consequence of having several ads on your site. Topnotch Search Engine Optimization (SEO) and Search Engine Results Page (SERP) can only occur if your website adheres to all the factors that Google's algorithms evaluate in ranking sites. This can't be the case if your site has an excess number of ads that almost rivals your regular content.
Not wanting to show people irrelevant websites, Google de-ranks websites with many ads to reduce their visibility and traffic. This way, people who search for information on the internet access original and informative content from a top-notch website. And of course, you know that this reduced website visibility and user traffic can't do your business good because people can only patronize websites they can see.
Excess on-site ads can also make Google de-index several pages of your webpages or even your website itself. Most times, this happens because the ads bear links to your site, and since the links are considered spam-like, Google assumes the websites associated with them are poor and so de-ranks them along with yours.
Also, Google looks for descriptive names and will index your site if your URLs are related to the content on your site. If they see that your site has a lot of garbage content, it may look like your site is not relevant to the search query.
II. Slow Loading Speed
People can't afford to spend much time on a page while waiting for it to load, particularly when using mobiles. If your site loads slowly, they'd log out fast and move on to the next website to get the information they seek. But sadly, this is one of the impacts of this having excess on-site ads. You can use Semalt's speed analyzer to test your site's loading speed.
On-page optimization is one of the factors Google considers when evaluating a site. Many elements make up an effective on-page optimization, and your website's loading speed is one of them. If your page loads slowly and visitors end up leaving your page fast due to a slow loading rate, your page ranking tends to drop over time. The high visitor turn-back (bounce) rate, as well as the reduced search engine ranking, will make your page lose high traffic. This is why you need to limit your ads and boost the page to have a fast loading rate.
III. High Bounce-Back Rate
Bounce rate is defined as the percentage of site visitors who leave a website within a short time of visit. This percentage is useful in measuring the effectiveness of a web page or website. It indicates how many visitors viewed the information on that particular site and how many of them were left in just a few seconds. Usually, a bounce rate of 50% is considered acceptable.
However, if a bounce rate exceeds this value, it could mean that there are problems with the website's design or functionality. In most cases, sites with several on-site ads result in a high bounce rate because they don't provide enough information to the user or because their user functionality looks terrible.
The site's content may also be deemed spammy, uninteresting, and / or inappropriate for the target audience, and that's all because of the numerous ads floating about.
Excess on-site ads cause a high bounce rate because they distract the visitor's attention from the essential elements of the site. A site visitor should focus on the vital aspects of the site, such as the information, products, and services featured on the site but with excess ads, all the site visitor sees are the ads. Of course, it's just so much easier for the visitor to log out and find a better page with more optimized functionality.
IV. Excessive On-Site Ads Could Transfer Malware To Site Visitors' Devices
Online ads on websites can transfer malware to site visitors' devices. What is malware? Malware is software or a program that installs itself on your computer without your knowledge and uses your system for its own purposes. It could be hidden on a game download, pop-up adware, or spyware. The types of malware that can infect your computer include viruses, spyware, dialers, deceiving pop-up ads, and Trojans. If people visiting your site see that your site carries malicious ads, they'll be skeptical about visiting your website or even clicking your ad link.
How To Make Use Of Ads Minimally
- Make sure ads don't have auto-play video or audio
- Make sure ads don't block site content
- Protect them from malware
- Don't let ads interfere with the loading speed
It is essential that you limit the number of pages where you display on-site ads. You should also ensure that the number of images displayed per page is limited. This can help you retain the visitor's interest in the site. In addition, ensure that you do not display too many on-site ads on the home page. This can also cause a high bounce rate because the visitors will have a hard time accessing important information.
To increase the number of visitors to your site, it is also important that you carefully select which ads to display on your website. Endeavor to only display ads remotely related to your audience's content preference. Once you follow all these guidelines, Google will smile on your site. You can also reach out to Semalt for assistance on how to use ads appropriately without getting on Google's bad side.